About product audiences

About product audiences

Learn about creating product audiences to remarket to customers who have interacted with a specific product.

Important

Not everyone has this feature yet. If you don't, don't worry — it's coming soon!

Product audiences are dynamic remarketing lists that pair customers with specific products based on the products they have looked at, considered, or already purchased on your website. You can use product audiences in both search campaigns and audience campaigns (not everyone has audience campaigns yet).

Why use product audiences?

Targeted audience reach. Show tailored ads for specific products to people who have already shown purchase intent signals for those very products.

Better performance. Product audiences can increase the likelihood of clicks and conversions, and can provide a better return on ad spend than standard remarketing lists.

Reach users who've shown very strong intent. These people added items to their cart, and, while they didn't make a purchase, this shows a very strong interest in your offerings.

Past buyers

Reach users who've purchased from you in the past. These people could purchase again, be it the same product or a related product (via a cross-sell or upsell).

Copy the code you see on the page, modify it with the appropriate product ID and page type (see "How do I modify my UET tag for product audiences?" below for more information on this step), and then paste it into your UET tag on your website.

For Tag name, select the UET tag you want to use with this product audience.

You need to add custom parameters to your JavaScript UET tag tracking code for product audiences. If you haven't already added the UET tag tracking code to your website, take a look at How do I add a UET tag to my website?

Add the following JavaScript to the end of the UET tag tracking code in each page of your website:

Important

REPLACE_WITH_PAGE_TYPE
: Replace this with the one of the following values in the right-hand column of this table, depending on the page you will be using this JavaScript in:

Product audience you're tracking

Required page type

General visitors

home, purchase

Product searchers

searchresults, purchase

Product viewers

category, product, purchase

Shopping cart abandoners

cart, purchase

Past buyers

purchase

Note

The purchase page is required for all audiences to allow you to remove the customer from an audience after the customer makes a purchase.

To see an example of a product audiences UET tag tracking code installed in the body of a webpage, visit this webpage (English only), right-click in the webpage, and then click View source or View page source depending on your browser. On this page, you can also define a product ID and page type, and then click a button to trigger a custom event for this product audience. If you use a third-party monitoring tool like Fiddler, you can see the HTTP request generated to bat.bing.com to report each custom event.

Notes

As your webpage loads, it triggers the UET tag, resulting in a number of HTTP requests. The most important request is to "bat.bing" (the one that looks like "http://bat.bing.com/action/0?ti=..."). This request tells Bing Ads about the user visits to your webpage. You can use third-party tools such as Fiddler to monitor all the requests that your browser is making when your webpage loads.

For custom events, an additional HTTP request is triggered to report the same to Bing Ads. The request is similar to the bat.bing but it has different parameters to report custom event (as opposed to just page visit).

You can validate that your product audience UET tag tracking codes are working using the UET Tag Helper.

Under Ad group targeting, select the audience categories you want to target for the ad groups.

Select your Targeting setting.

Bid only: Shows ads to people searching for your ad, with the option to make bid adjustments for the selected audience.
Target and bid: Shows ads only to the selected audience, with the option to make bid adjustments.

Adjust the Default bid adjustment if necessary. By default, new targeting associations are set to 15%, but the bid adjustment can range from -90% to +900%.